brand equity model for the apple ipod
Post on 18-Dec-2014
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Apple iPodBrand Equity Model
By:Sagar MehtaISBE/SS/09-11R.No. 34
Quick Overview of the iPod•Launched by Apple in 2001
•Over 220 million iPods sold worldwide
•Best selling digital audio player in the world
•Models: Shuffle, Nano, Classic, Touch
•Plays MP3, AAC/M4A, Protected AAC, AIFF, WAV as well as some video formats
Knowledge Metrics• Recognition: Apple iPod is the de facto standard
in the digital audio player market
• Unaided recall: ‘MP3 player” brings iPod to mind
• Aided recall: Brand is established and the ‘apple’ symbol brings it to the forefront in the mind
• Top-of-mind recall: iPod is usually the first choice
Knowledge Metrics Ratings1 2 3 4 5
Unrecognized Brand
ConsideredSometimes
Usually Chosen overCompetition
Dominant Market Player
OnlyMarket Player
Rating Awarded
Reason
4 73% Market Share in audio player market *
*SOURCE: Rock and Roll Apple Live Event, 2009
Preference Metrics
•Familiarity: Extremely trusted & familiar brand
•Consideration: Always considered at least once
•Purchase: Price is often a consideration as cheaper options are available
•Usage & Loyalty: Existing users do NOT wish to part with their iPods
Preference Metrics Ratings1 2 3 4 5
Brand not Preferred
Preferred over similar
products only
Preferred over some
other products
Preferred over most
other products
AlwaysPreferred
Rating Awarded
Reason
3 Price acts as a limitation,
cheaper options available
SOURCE: AfterDawn.com, Fortune.com
Financial Metrics
•Market share: Over 70% market share
•Price premium: Known to be a premium price product
•Revenue: Shrinking audio player market could translate into less revenue
•Growth Rate: Steady
Financial Metrics Ratings1 2 3 4 5
Unprofitable
Measlyprofits from the brand
Financiallysoundbrand
Very profitable to
the company
Competition cannot
stand the brand
Rating Awarded
Reason
4 Consistent 70% market share means steady
profits
SOURCE: AppleInsider.com, Apple Live Event
Overall Brand Rating1 2 3 4 5
FailedBrand
Weak brand, can fumble
in the future
Strong Brand,With
Challenges
Very StrongBrand
Perfectly Successful
Brand
Rating Awarded Reason
3 Growth is steady but overall mp3 market is shrinking, 50%
sales are to existing iPod owners
THANK YOU
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